Existing e-service quality scales mainly focus on goal-oriented e-shopping behavior excluding hedonic quality aspects. As a consequence,these scales do not fully cover all aspects of consumer's quality evaluation. In order to integrate both utilitarian and hedonic e-service qualityelements, we apply a transaction process model to electronic service encounters. Based on this general framework capturing all stages of theelectronic service delivery process, we develop a transaction process-based scale for measuring service quality (eTransQual). After conductingexploratory and confirmatory factor analysis, we identify five discriminant quality dimensions: functionality/ design, enjoyment, process,reliability and responsiveness. All extracted dimensions of eTransQual show a significant positive impact on important outcome variables likeperceived value and customer satisfaction. Moreover, enjoyment is a dominant factor in influencing both relationship duration and repurchaseintention as major drivers of customer lifetime value. As a result, we present conceptual and empirical evidence for the need to integrate bothutilitarian and hedonic e-service quality elements into one measurement scale.
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